COM101 Assignment 6
Mass Communication, Advertising, & Public Relations
Many organizations launch PR efforts to raise funds for different causes they want to be
associated with. One such organization is the Walt Disney Company. The following text appears
on their website:
“OUR IMPACT AREAS: In 2019, Disney gave $338.2 million in cash and in-kind donations
to nonprofit organizations that bring comfort, inspiration, and opportunity to kids,
families, and communities around the world.
● Children’s Hospitals and Wish Granting: Disney creates immersive experiences and
personal moments that deliver comfort and inspiration to children facing serious
illness.
● Investments in Youth: We are committed to providing inspiration and opportunity to
the next generation of innovators and storytellers. Through transformative
programming, Disney is helping today’s youth develop the skills they’ll need to
create the futures they imagine.
● Disney Conservation Fund: Disney Conservation Fund is committed to saving wildlife
and building a global community inspired to protect the magic of nature together.
Since 1995, the Disney Conservation Fund has directed $100 million to support
nonprofit organizations working with communities to save wildlife, inspire action
and protect the planet.”
Write concisely, in full sentences, and number your answers 1 through 4.
1. Identify one internal public that the organization needs to communicate this message
to and explain why it is important for the organization to communicate this message to
them.
2. Identify one external public that the organization would want to communicate this
message to and explain why it is important for the organization to communicate this
message to them.
3. For the external audience you identified, what is one communication objective of this
message (only include the outcome)? In addition to identifying it, identify what type it is
(informational, attitudinal, or behavioral).
4. Write one tweet that achieves the same communication objective you listed. Use a
maximum of 280 characters (not words), and do not use a Twitter thread. Include the
number of characters at the end for reference. You CAN reuse some of the text from
the original message.
Requirements: Minimum 150 words, maximum 300. Use full sentences, proper grammar, and a
formal tone (no colloquial language, no I/me/my/our/your, etc. except for tweet). Use only
.doc, .docx, .pdf; no GDocs or .pages.
